Description

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing decisions, and with a sounding board for new product ideas. Now, a potential client has asked Communispace to build and manage an online community for the sole purpose of fostering Word-of-Mouth for a new brand it was launching. Should Communispace take on this assignment?

Learning objective:

The case has 3 teaching purposes. It can be used as a platform for discussing the importance of listening to consumers. Specifically, the case allows exploration of market research tools available to marketers and managers. The case can also be used as a new media marketing case, shedding light on how technology has evolved to facilitate the task of listening to consumers. Lastly, it can be utilized to discuss product launches/brand extensions in the B2B context.